JH PHOTOGRAPHY
JH Photography is an independent photography company operating in the rural outskirts of Columbia, South Carolina. They work closely with couples, growing families, and children in small-town communities, aiming to create life-long relationships with their clients as friend and photographer.
I was asked by the company to create a logo that complimented the aesthetic of small-town rural design (reclaimed wood, tin décor, American countryside, etc.) and
appealed to the target demographic (young to middle-aged, country and suburban dwellers in the Bible Belt).
Concept
With the majority of the company's income coming from wedding photography, we looked at the current trends in wedding graphic design. Sadly, there is an abundance of amateur photographers saturating the industry and no shortage of poorly designed logos. Nonetheless, traditional wedding print design relies heavily on calligraphic styles, and brush script lettering is one of the most popular trends currently in the wedding design market.
After experimenting with the letters I noticed that the descender of the "j" and the ascender of the "h" came together in a beautifully symmetric way that resembled embellishments used for decoration in calligraphy. The combination of the thick and think strokes gave the structure a fluid elegance and bold simplicity.
Application
Small-town rural design reflects a culture that values family life and authenticity, over the fast paced survival of the fittest mentality popular to the American Capitalist society. Popular trends in print and graphic design include recycled paper, natural and reclaimed wood surfaces, repurposed antique and vintage items, etc...
With this in mind I decided to stick with black and white inks printed on white or natural-brown paper surfaces.
All of the product imagery are concept images created to visualize potential applications for the brand design. Mockup images were created with the program LiveSurface Context.
